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Microsoft’s SAGA team is responsible for spearheading the creation and continued improvement of Microsoft’s Edge internet browser. In addition to this massive and pivotal undertaking, the SAGA team has been involved in creating Xbox and HoloLens experiences for over a decade. Their work, both internally at Microsoft and in the greater Microsoft user-base has been praised for its forward-thinking and innovation as they have helped redefine the web for Microsoft Windows users around the world.
ServicesBrand StrategyBrand NamingVisual Identity DesignVideography
As the team at SAGA continues to work on groundbreaking new projects internally for Microsoft, they seized their opportunity to refocus the team’s identity away from their tangible project work, and instead directing focus to the innovative ethos of the team behind the projects. They needed a new name and a new internal brand that captured and communicated that creative vision and the commitment to the story that they lived every day.
In March of 2016, Grizzly led the SAGA team through a full-scale branding initiative focused on repositioning the team within the Microsoft organization as a leader in future technology development. We explored the foundations of the group through workshops, interviews, questionnaires, and discovery. Ultimately, our goal was to learn what drives the SAGA team to create. With this understanding, our team was able to build upon vision and mission of the studio and create a new narrative and brand around SAGA. Along with a new name, the visual identity system lends a strong foundation for future success for this innovative studio at Microsoft.
To say that the SAGA brand and name has been well received both by the internal team and key stakeholders at Microsoft would be an understatement. The team now relishes a brand identity that contributes to both a strong comradery and translates to a sense of true purpose. With this new ownership of their output and an authentic, relatable personality behind the products that they deliver, the SAGA team is flourishing.